Cosmetics And Toiletries in China
Euromonitor International's Cosmetics And Toiletries in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 156 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Strong growth driven by booming economy and increasing awareness of importance of personal appearance
A booming economy in China has led to higher disposable incomes for average consumers. As a result, consumers have become more sophisticated in terms of purchasing behaviour, which in turn has benefited spending on cosmetics and toiletries. Together with consumer education by leading players to improve product knowledge, Chinese consumers no longer consider cosmetics and toiletries as luxury products; instead, an increasing number of Chinese consumers, who care about their personal appearance, view cosmetics and toiletries products as daily necessities. Therefore, value growth for cosmetics and toiletries was particularly dynamic in 2007, due to the continued economic growth and greater awareness of the importance of personal appearance amongst Chinese consumers.
Expansion of working middle class drives sales of premium products
Thanks to the robust nature of China’s economy, the working middle-class socioeconomic group expanded rapidly during the review period. This group of consumers is more sophisticated in terms of product knowledge and brand awareness as well as more concerned about the effectiveness of cosmetics and toiletries products. With improved economic status, premium products, which are believed to offer better quality and greater efficacy, are increasingly affordable to these middle-class consumers who are also willing to pay a premium to improve their appearance. As a result, value sales of premium cosmetics and toiletries products increased greatly in 2007.
International brands benefit from further segmentation
International brands led China’s cosmetics and toiletries market, with Procter & Gamble (Guangzhou) Ltd, L'Oréal China, Unilever China Ltd, Amway (China) Co Ltd and Shiseido Liyuan Cosmetics Co Ltd the top five cosmetics and toiletries players in 2007. These companies offer brands with international reputations, supported by appropriate market positioning, such as gender and price segmentation. In 2007, international players, such as L'Oréal China, heavily promoted male-specific cosmetics and toiletries, which resulted in robust growth of men’s grooming products in that year. Meanwhile international companies such as Shiseido Liyuan Cosmetics Co Ltd performed well by offering both premium and mass products, which not only attract high-end consumers, but also low-end consumers who traditionally choose national brands with low prices.
Direct sales recover from legislative impact
In 2006, the external environment for direct sales was thrown into disarray by legislative changes designed to regulate ‘pyramid’ selling in China. The leading direct selling companies such as Amway, Avon, Nu Skin and Mary Kay were forced to focus on restructuring in order to gain the necessary licence to operate, and therefore spent less on training personnel, as well as product promotion. The situation was much clearer in 2007, as the leading players, having successfully secured licences from the authorities, were able to carry out direct selling activities in a more regulated environment. In addition, most were eager to develop their own sales force, which in turn greatly enhanced overall performance in 2007.
Dynamic growth expected
The overall cosmetics and toiletries market is expected to remain dynamic over the forecast period. Increasing levels of disposable income, greater awareness of the importance of personal appearance as well as the expansion of China’s middle class is likely to enlarge the consumer base for cosmetics and toiletries. At the same time, the growing number of middle-class consumers is likely to lead to product premiumisation, which in turn will result in the overall increase in value sales of cosmetics and toiletries.
Table of contents
COSMETICS AND TOILETRIES IN CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Expansion of working middle class drives sales of premium products
International brands benefit from further segmentation
Direct sales recover from legislative impact
Dynamic growth expected
KEY TRENDS AND DEVELOPMENTS
Rising middle class
Further segmentation of products along gender lines drives men’s market
Expansion of health and beauty retailers spurs demand
Ingredient innovation drives the market
Diversified positioning plays a role in boosting overall market share
TERRITORY KEY TRENDS AND DEVELOPMENTS
East China
Mid China
North and Northeast China
Northwest China
South China
Southwest China
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Sales of Cosmetics and Toiletries by Region: Value 2002-2007
Table 6 Sales of Cosmetics and Toiletries by Region: % Value Growth 2002-2007
Table 7 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 8 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 9 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 10 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 11 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 13 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 15 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
Table 16 Forecast Sales of Cosmetics and Toiletries by Region: Value 2007-2012
Table 17 Forecast Sales of Cosmetics and Toiletries by Region: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CHINA
AMWAY (CHINA) CO LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amway (China) Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Amway (China) Co Ltd: Competitive Position 2007
ARCHE GROUP CO LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Arche Group Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Arche Group Co Ltd: Competitive Position 2007
C-BONS GROUP - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 C-Bons Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 C-Bons Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 C-Bons Group: Competitive Position 2007
COLGATE (GUANGZHOU) CO LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Colgate (Guangzhou) Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Colgate (Guangzhou) Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Colgate (Guangzhou) Co Ltd: Competitive Position 2007
LA FANG INTERNATIONAL GROUP - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 La Fang International Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 La Fang International Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 La Fang International Group: Competitive Position 2007
LIUZHOU LIANGMIANZHEN CO LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Liuzhou Liangmianzhen Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Liuzhou Liangmianzhen Co Ltd: Competitive Position 2007
L'ORéAL CHINA - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 L'Oréal China: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 18 L’Oréal China: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 L’Oréal China: Competitive Position 2007
PROCTER & GAMBLE (GUANGZHOU) LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Procter & Gamble (Guangzhou) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Procter & Gamble (Guangzhou) Ltd: Competitive Position 2007
SHANGHAI JAHWA UNITED CO LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Shanghai Jahwa United Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 23 Shanghai Jahwa United Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 24 Shanghai Jahwa United Co Ltd: Competitive Position 2007
UNILEVER CHINA LTD - COSMETICS AND TOILETRIES - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Unilever China Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Unilever China Ltd: Competitive Position 2007
BABY CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 18 Sales of Baby Care by Subsector: Value 2002-2007
Table 19 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 20 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 21 Baby Care Company Shares by Retail Value 2003-2007
Table 22 Baby Care Brand Shares by Retail Value 2004-2007
Table 23 Baby Care Premium Brand Shares 2007
Table 24 Baby Skin Care Brand Shares by Retail Value 2004-2007
Table 25 Baby Sun Care Brand Shares by Retail Value 2004-2007
Table 26 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 28 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 30 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 31 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 32 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 33 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 34 Bath and Shower Products Premium Brand Shares 2007
Table 35 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 36 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 37 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Deodorants by Subsector: Value 2002-2007
Table 39 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 40 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 41 Deodorants Company Shares by Retail Value 2003-2007
Table 42 Deodorants Brand Shares by Retail Value 2004-2007
Table 43 Deodorants Premium Brand Shares 2007
Table 44 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 45 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 46 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Retail Sales of Styling Agents by Type 2003-2007
Table 48 Sales of Hair Care by Subsector: Value 2002-2007
Table 49 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 50 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 51 Hair Care Company Shares by Retail Value 2003-2007
Table 52 Hair Care Brand Shares by Retail Value 2004-2007
Table 53 Styling Agents Brand Shares by Retail Value 2004-2007
Table 54 Colourants Brand Shares by Retail Value 2004-2007
Table 55 Hair Care Premium Brand Shares 2007
Table 56 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 57 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 58 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 60 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 61 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 62 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 63 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 64 Facial Make-up Brand Shares by Retail Value 2004-2007
Table 65 Eye Make-up Brand Shares by Retail Value 2004-2007
Table 66 Lip Products Brand Shares by Retail Value 2004-2007
Table 67 Nail Products Brand Shares by Retail Value 2004-2007
Table 68 Colour Cosmetics Premium Brand Shares 2007
Table 69 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 70 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 71 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Retail Sales of Electric Shavers 2003-2007
Table 73 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 74 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 75 Sales of Men's Razors and Blades by Type 2005-2007
Table 76 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 77 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 78 Men's Razors and Blades Brand Shares by Retail Value 2004-2007
Table 79 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 80 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 82 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 83 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 84 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 85 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 86 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 87 Toothpaste Brand Shares by Retail Value 2004-2007
Table 88 Mouthwash/Dental Rinses Brand Shares by Retail Value 2004-2007
Table 89 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 90 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Fragrances by Subsector: Value 2002-2007
Table 94 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 95 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 96 Fragrances Company Shares by Retail Value 2003-2007
Table 97 Fragrances Brand Shares by Retail Value 2004-2007
Table 98 Men's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 99 Women's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 100 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 101 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 102 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Skin Care by Subsector: Value 2002-2007
Table 104 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 105 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 106 Skin Care Company Shares by Retail Value 2003-2007
Table 107 Skin Care Brand Shares by Retail Value 2004-2007
Table 108 Facial Moisturisers Brand Shares by Retail Value 2004-2007
Table 109 Nourishers/Anti-agers Brand Shares by Retail Value 2004-2007
Table 110 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2004-2007
Table 111 General Purpose Body Care Brand Shares by Retail Value 2004-2007
Table 112 Skin Care Premium Brand Shares 2007
Table 113 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 114 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 115 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Depilatories by Subsector: Value 2002-2007
Table 117 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 118 Depilatories Company Shares by Retail Value 2003-2007
Table 119 Depilatories Brand Shares by Retail Value 2004-2007
Table 120 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 121 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Sun Care by Subsector: Value 2002-2007
Table 123 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 124 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 125 Sun Care Company Shares by Retail Value 2003-2007
Table 126 Sun Care Brand Shares by Retail Value 2004-2007
Table 127 Sun Care Premium Brand Shares 2007
Table 128 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 129 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 130 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012